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Winter break is a time of new beginnings. College applicants seeking merit scholarships will soon face critical interviews that could mean the difference between no help, or a $400,000 – 4 year, free ride including internships . . . and everything in between. College juniors will seek summer internships, while seniors will write that first critical resume for employment. No pressure here, folks!

For each, I have one message. Have a message! You need to state clearly who you are, and what you can offer as a Citizen of the World. You cannot start an effective resume or prepare for any interview without contemplating this central truth first. It is the engine without which the car doesn’t start. Daunting? Yes. Just ask the 55 year old suddenly facing downsizing and job hunting again. Writing possibly his first new resume in 30 years, he must answer again, “What do I bring to the table?”

The answer requires you to step out of your own shoes, and look at what’s on that table where you seek a seat. What does this scholarship committee want? Excellence, of course, but in what? Leadership? Community Service? Sports? And how do the qualities they seek blend in priority? They tell you in what they publish on web sites, so doing your research is critical. The same is true with job hunting. According to a recent Accountemps survey of 1,000 senior managers, the most common mistake candidates make during job interviews is that they don’t know enough about the company. If ten minutes into the interview, they ask you, “What’s our stock price today?” and you don’t know, the interview may continue, but your chance is essentially over.

I see this repeatedly in my practice. Emerging professionals often do not read the job descriptions in their fields in detail. These descriptions are legal statements worthy of attention, BEFORE you attempt a resume, cover letter, or seek a “meet and greet” at a college career fair.

So this winter break, reflect on who you are and what you have to offer to a potential decision maker. Think of solid examples that prove what you can do. Discuss this with family and friends who know you well. Grandparents are especially insightful; they’ve been through it all. Then, we write your resume and prepare for that interview with purpose clear . . . with a message the world will want to hear.

During my two decades as a corporate communication trainer, in the mid-1990’s, the term “Seamless Solution” emerged. It spread like wildfire through a drought, dead, California desert until practically every client was offering a “Seamless Solution” for something. It mostly had to do with integrating briskly developing technology which challenged every company. The “Seamless Solution” could be stitched into a customer’s core competencies so intricately no one would ever notice the seam. The homegrown concept of sewing, within the analogy, made the complex understood quickly. The alliteration made it even more memorable. Today, you still hear companies touting “Solutions” to problems customers pay millions to solve. But “Seamless” is mostly gone – tired and overused.

Which brings us to the word, “Problem”. I often advise against use of this word in favor of “Challenge” which carries the connotation of something that can be solved . . . a positive. But in English grammar, we have the phenomenon of the double negative theoretically equaling a positive, thus the emergence of the term, “No Problem” to mean all is well. This term started on the U.S. coasts, and gradually morphed into the Midwest almost ten years ago, where it has remained ubiquitous, like a bad virus, permeating the entire “Sea to Shining Sea”.

Here’s the problem with “No Problem”. Imagine I walk into a Mobil Mart for a cup of coffee – find the cup, choose the type of coffee, press the levers for cream or flavoring, add sweetener, affix the right size top, slide on the cardboard heat shield, and take my fabulous creation to the checkout counter. I offer my 2 bucks, receive my quarter back, and say, “Thank you”. “No problem” is the response. As I turn to leave, what is the last word I heard? “Problem”. So am I to assume that simply because I chose to walk into that establishment and spend my money, that pays his salary, he might possibly have thought in advance I might be a problem to him? Wouldn’t the better response to my “Thank You” be “You’re Welcome”? Then, what is the last word I heard? Now, as the customer, would I rather be a “Problem” or “Welcome”? Have no doubt, that feeling counts. And the more recent Australian version, “No Worries” is no substitute. “You’re Welcome” will always be the “Seamless Solution” to “No Problem” by far.

The cover letter plays a pivotal role in the employment process and is one of the most difficult missives to write.

Unlike the resume, which I will delve into in the future, the cover letter must bridge the gap between your resume and the job description. It must connect you undeniably to the company as a potential employee. Yet the biggest mistake I see job hunters make is not reading the job description in detail. Where what you have to offer connects is your best content. Thus, no one letter fits all.

First, study the web site of your target company that has an opening. Incorporate the key words they use in the job description. It is entirely possible the company will sift your resume and cover letter through software programs looking for those words. Resumes & cover letters containing them will likely go to the top of the pile before any human reads them. Then realize companies want a serious glimpse of your personality because in the Millennial world, culture counts. You have to fit ours.

One first draft letter starts:

“I was pleased to see an opening for the account management position with —-. In my previous role with Company X, I developed a passion for all things inbound and digital marketing.”

I, the company, really don’t care that you are “pleased”. What do you offer me? So after a joint discovery discussion, the following became the better opening paragraph:

“Sometimes one encounters the potentially perfect employment match through a moment of sheer serendipity. I think this may have happened to me regarding the —- team. I happened to be in your building the day before yesterday when I noticed a bright green sign in your window, similar to a triangle, with the simple word, “Inbound” within it. As a digital sales and marketing strategist, I immediately knew what that meant and enthusiastically returned home to study your web site in detail. I discovered everything you do has been exactly my passion for the last 6-½ years working at ——– here in Austin. So I was quite encouraged to find your opening for an Account Manager. Serendipity + Green + Inbound = GO! I am excited to apply for this position.”

Big difference! Submitted on a Friday afternoon, this 29-year-old got a call for an in-person interview within an hour for the following Tuesday.

During Spring Break, influential movers and shakers often happen upon us in swim trunks or golf clothes. Don’t miss these possibilities! Chance meetings should be fun whether at the beach, a cocktail party, or brunch, and they can reap networking rewards for those seeking college or career advancement if one plays it right. I use the word “play” loosely, because informal approaches in social situations must be gentle, brief and not “in your face”. Otherwise, one can appear “rude, crude and uncalled for” as we used to say in the sorority house.

So first, recognize the opportunity. Ask friends in advance who might be attending an event. Then Google or check them out on LinkedIn (though never tell them you did). Still, if a person you meet is totally new to you, respond with a simple “Hi, nice to meet you,” a solid handshake, and a positive comment on the occasion, the day’s weather, or shared events like the resort or a sport. Ending with a question almost always works to keep the conversation going. Pick one: “How about you?”, “How did you spend today?”, “Well, I hope you enjoyed it, yes? ”, “What do you find most interesting in this area?” , “Do you come here often?” . Any one of these focusses on them, and most people love to talk about themselves. Once they answer, a good follow up is, “Hmm, that’s interesting . . .” or , “Yes, I can see that . . . “ then bridge from something they said to something of genuine interest to your future that the two of you potentially have in common, as in: “Yes, I know exactly what you mean, because I am in the process of . . .” . Always avoid the urge to sell or be overly anxious to do “the right thing”.

Be your genuine, relaxed and honest self. Tip toe into, “I would love to continue this conversation when you have time . . .” or, “Can I contact you later as I move forward? I would really appreciate that.” Then ask for his/her preferred contact, and follow up within 24 hours. Wait two weeks and the chance is probably gone. By then they are wondering about your lack of motivation, when they may have truly wanted to help you move ahead.